"I want all the 'Mad Money' viewers who are on Twitter to dump water over everybody, each other, family members and then tweet your pledge, because that's what I'm going to do."

The campaign has turned into a windfall for the ALS Association. The national office has received $5.5 million in donations between July 29 and August 14, compared to $32,000 in donations during the same time period last year. Association-wide donations, which include national and chapter revenue, hit $7.6 million during that time, compared to $1.4 million last year.